Molson Canada, the Canadian arm of North American brewing giant Molson Coors, has ended its sponsorship of the annual Molson Indy Montreal car race.

The brewer said it had reached the decision after an assessment of the brand's sponsorship activities and commercial agenda but added that it was evaluating other sponsorship tie-ups to raise its profile in Montreal.

"We came to the conclusion that we should focus our investments on activities that are more representative of the Molson Dry brand and of its consumers' interests," said Richard Moisan, director of trade marketing and events for Molson in Quebec.